Supply chain transparency matters to most meat consumers

Two-thirds of consumers ranked transparency in the animal protein supply chain as extremely or very important, according to a survey from Merck Animal Health.

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Closeup side view of a late 20's couple choosing some fresh meat for tonight's dinner. They are reading label on one of the packages and seem a bit uncertain about it.
Closeup side view of a late 20's couple choosing some fresh meat for tonight's dinner. They are reading label on one of the packages and seem a bit uncertain about it.
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Two-thirds of consumers ranked transparency in the animal protein supply chain as extremely or very important, according to a survey from Merck Animal Health.

“The survey results tell us consumers want more information than ever in order to make informed decisions about the food they put on their dinner tables,” said Allison Flinn, DVM, executive director, Value Chain and Consumer Affairs, Merck Animal Health.

The study surveyed 1,000 U.S. consumers on their desire for transparency in the supply chain, as well as perceived transparency when it comes to animal welfare and sustainability. Animal protein was defined as meat and poultry, fish, eggs and dairy.

Transparency gives insights into sustainability, welfare

How animal protein is raised, fed and processed matters to consumers, with the most important considerations being environmental sustainability (55%) and animal welfare (66%), the survey indicated.

This data bolsters the findings of a 2019 National Chicken Council survey that revealed environmental impact is just as important to consumers as animal welfare when it comes to purchasing decisions. In addition, nearly half of respondents indicated they would eat more chicken if they learned about the efforts chicken production has made to become more sustainable in response to consumer demand.

Paying more for transparent labeling

Consumers not only value transparency, but they are also willing to pay more for it. Over 50% of the respondents reported a willingness to pay a 5% premium for transparency on the label.

According to the data, high-transparency seekers were most likely to be millennial, non-Caucasian, educated males living in urban areas.

“Sustainability, nutrition, food safety, and animal welfare are all topics consumers want to know more about, and we know greater transparency builds trust,” said Flinn said. “Consumers also want to know the brands they buy from are transparent.”

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